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May 4, 2016

Ferrara hitting the sweet spot


Ferrara Candy Co. is refreshing two iconic brands based on contemporary marketplace trends in an effort to appeal to Generation Z and millennial consumers.

The company has revamped its Red Hots line to capitalize on demand for hot and spicy flavors and chewy formats. Chewy Red Hots varieties include Kick’n Mango Lime, which combines mango, lime and habanero flavors; Sizzling Sour, featuring a spicy, tangy and sour flavor profile inspired by tamarind; and Dark Chocolate Red Hots, which adds an indulgent twist to the traditional cinnamon candies.

Ferrara Candy Co. also is introducing Now and Later Extreme Sour fruit chews, the first super sour taffy in the category, available in watermelon, apple and cherry flavors.

“Our iconic brands have built up strong equity, but it’s important to adapt and change to stay relevant with today’s consumers,” said Jamie Mattikow, chief commercial officer, Ferrara Candy Co. “Our new Red Hots and Now and Later offerings tap into consumers’ increasing interest in sour and intense flavors in a chewy format.”

The company’s new offerings and updated packaging are hitting the sweet spot with consumers.

“As a result of our research and new product development, sales are strong and growing for both brands,” Mr. Mattikow said. “Now and Later sales are currently up 13%, and Red Hot sales are up 7% compared to the overall non-chocolate confectionery category, which is posting at +4.4%.”

Ferrara Candy Co. was formed in 2012 with the merger of Ferrara Pan Candy Co., Inc. and Farley’s & Sathers Candy Co., Inc. The Oakbrook Terrace-based company manufactures a broad portfolio of branded and private label non-chocolate confections.

Monica Watrous

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